adsquare and GfK in Regional Data Deal

Mobile audience data and targeting specialist adsquare is to make GfK's region-based consumer insights available through its platform.

Berlin and New York-based adsquare uses real-time location data for audience targeting and programmatic advertising, partnering with ad networks, publishers and global exchange platforms to offer access to modelled audiences, which can be accessed via its self-service Audience Management Platform. The firm will now add GfK data to its platform, including detailed, local insights on financial market segments, consumer styles and purchasing power for up to 60 retail product lines. In addition, adsquare's anonymous user data can be enriched automatically with GfK's statistical target group and market potential data.

Friedrich Fleischmann (pictured), MD of GfK's Geomarketing division, says the deal will allow advertisers to 'significantly enhance' their mobile targeting. He adds: 'Automatic and real-time access to reliable and precise data on consumer segments and other local market potential indicators is key to success in mobile advertising'.

Web sites: www.adsquare.com and www.gfk.com .